EIE Marketing Department Annual Report 2022
The Marketing Department
MEET THE TEAM
FEUNA SHAHBAZIAN Sr. Director of Marketing & Communications
JOSHUA HANKS Digital Communications Specialist
KAYLA EDDY Marketing Specialist
JORDYN PIRO Marketing Assistant
1
WHAT WE DO
GRAPHIC DESIGN
SOCIAL MEDIA
PROJECT MANAGEMENT
WEB DEVELOPMENT
EMAIL MARKETING
SALESFORCE CRM
EAB MARKET RESEARCH
CONTRACTS
MARKETING TECHNOLOGY
AWARDS
YOUTUBE
ANNUAL CAMPAIGNS
2
MARTECH STACK A marketing stack, also known as a marketing technology stack, or martech stack—is a set of technology used to manage, execute, measure, and improve marketing efforts. Below is a list of Marcom’s martech stack used within the department.
SAAS TOOLS AND MARKETING TECHNOLOGY (MARTECH) STACK CONSISTS OF: Adobe Creative Cloud Suite, Canva - Asset Creation Agorapulse - Social Media Marketing
Drupal - Content Management System (CMS) Engagement Studio - Marketing Automation Experience Cloud - Online Forms / Portal FlippingBook - Online Magazine Google Ads - Search Engine Marketing (SEM) Google Analytics - Web Visitor Analytics Google Search Console - Web Page Analytics
Grammarly - Grammer Checker Infogram - Data Visualization iStock Photo - Stock Images
OneDrive - Collaboration Pardot - Email Marketing Premiere Pro, After Effects - Video Salesforce - Customer Relationship Management (CRM) Skyvia - Data Loader Slack - Communication Wrike - Project Management
3
EAB Marcom works with the department and college partners in acting as a liaison in conducting market research with our partners in EAB. In 2022, 5 research requests were completed and 6 are in queue. 5 COMPLETED Feasibility of an MS in Physician Assistant Studies - August 2022 Assessment of the MBA with an Emphasis in Digital and Social Media Marketing, March 2022 Feasibility of a Master of Arts in Mathematics, 2022 February Feasibility of a BS in Health Science with a Concentration in Health Informatics & Data Analytics, February 2022 Graduate Portfolio Health Check for California State University-Stanislaus, January 2022
6 QUEUED Masters in Ag Science – grad degree program Food Safety – undergrad degree program Ag-tech – undergrad degree program Animal Science/Pre-vet – undergrad degree program Ag Entrepreneurship – certificate program Ag Supply Chain Management – certificate program CONTRACTS
This year alone, we added three new vendors under Marcom to aid in the transition from Google Analytics Universal to Google Analytics 4, digital marketing services, and copywriting services. In addition, we’ve continued to renew our contracts with Carahsoft, Rivet, and Shea Consulting.
COMPLETED Shea Consulting
IN PROCESS Carahsoft
Carnegie
Thijs Messelaar
Teach to Fish
Rivet
4
Marcom has won multiple international and national awards in the marketing space over the years. This year we entered in Educational Advertising Awards, Education Digital Marketing Awards, Marcom Awards & Hermes Awards and won 23 . Below you’ll find a list of all award nominations and wins. AWARDS
EDUCATIONAL ADVERTISING AWARDS
AWARD
CATEGORY
PROJECT
Gold
Magazine Advertising-Single
Best of 209 Magazine Ad
Silver
Special Promotions Campaign
ALCP One Sheets Campaign
Silver
Total Advertising Campaign
Food Safety Program Collateral
Bronze
Integrated Marketing Campaign
Winter Session 2022 Campaign
Bronze
Other: Misc. Collateral, Special Promotional
International Buddy Program Postcard
Merit
Integrated Marketing Campaign
Summer Session 2022 Campaign
TOTAL: 6
EDUCATIONAL DIGITAL MARKETING AWARDS
AWARD
CATEGORY
PROJECT
Gold
Social Media Content - Campaign
Winter Session 2022 Campaign
Gold
Social Media Content - Single
Nonprofit Management Certificate Social Ad
Gold
Web Banner Ad or Website Takeover
Leadership Studies Web Ad
Silver
Social Media Content - Single
ASBSN Social Media Ad
Bronze
Digital Advertising
Delta College Ad - LS
Bronze
Digital Publication-Single
Best of 209 Magazine Ad
Bronze
Social Media Content - Campaign
Summer Session 2022 - Social Campaign
TOTAL: 7
5
MARCOM AWARDS
AWARD
CATEGORY
PROJECT
Gold
Digital Media | Web Element | Web Display Ad
Online RN-BSN Ad
Gold
Print Media | Ads | Magazine
NPM Magazine Ad
Honorable Mention
Digital Media | Web Element | Web Display Ad
Best of 209 Digital Ad
Honorable Mention
Print Media | Ads | Advertising Campaign
Delta College Ads
Honorable Mention
Print Media | Marketing/Promotion/Materials
Study Abroad - Ecuador Flyer
Promotional Item
TOTAL: 5
HERMES AWARDS
AWARD
CATEGORY
PROJECT
Gold
Electronia Media/Social Media/Interactive Media
ANA/C Online Rn-BSN Digital Ad
Digital Advertising | Display Ad
Gold
Print Media | Marketing Collateral/Branding
Nonprofit Management Certificate
Other - Informational Sheet
One Sheet
Honorable Mention
Electronia Media/Social Media/Interactive Media
Child Development Social Media Ad
Social Media | Facebook
Honorable Mention
Print Media | Advertising | Outdoor Ad
Social Sciences Delta College Ad
Honorable Mention
Print Media | Design | Poster
Social Sciences Delta College Ad
TOTAL: 5
6
PROJECT MANAGEMENT Utilizing Wrike as our project management system, Marcom has customized intake work order forms to aid keeping projects and tasks in one software solution. Forms consist of projects like web updates, collateral, swag, social media, etc. The data illustrates tasks by category and by program.
PROJECTS
TASKS 7 Active
7 Active
50 Completed
7 On Hold/Differed 6 Cancelled 1,141 Completed
TOTAL: 57
TOTAL: 1,161
TASKS BY CATEGORY
7
TASKS BY PROGRAM
43
74
18
85
9
Winter
55
8
SALESFORCE Salesforce CRM was implemented at the end of 2020. Additions and enhancements to the platform have increased as business processes change. Marcom has successfully implemented Salesforce (CRM), Experience Cloud (student portal, forms), Engagement Studio and Pardot (automated emails). The data below showcases the CRM along with the integrations to the platform.
2022 FORMS
2022 EMAILS
RFI Forms Created
Information Session Emails Created Email Blasts Created
13
170
Information Sessions Created Schedule One-On-One’s Created Experience Cloud Registration Forms Created
26
87
85
TOTAL EMAILS SENT: 8,473
9
GRAND TOTAL: 134
2022 USERS
Users Activated Users Removed
13
8
TOTAL USERS: 31
2022 INFORMATION SESSIONS
9
2021/2022 LEADS PER PROGRAM
2021
2022
586
ASBSN
227
57
BASS
40
23
CDEV
42
18
CJ
38
83
HS
50
18
LS
111
*
0
OMBA
40
149
MSW HYBRID
118
173
MSW STATESIDE
253
231
NPM
39
32
ORN
30
89
STUDY ABROAD
126
*This number shows as zero as we were not generating leads for OMBA during 2021.
10
WEB Marcom is the sole contributor who maintains and updates the EIE website. In 2022, we had 384 pages that we managed. Our team also ensures that the department website is ADA compliant. The data below illustrates how our website continues to grow as the primary digital communication vehicle for the department and the programs it holds at large.
USERS
126,262
USERS: An individual accessing a website through a web browser. NEW USERS: A visitor who, according to Google’s tracking snippet, has never been to your site before and is initiating their first session on your site. SESSIONS: A group of user interactions with your website that take place within a given time frame. PAGEVIEWS: The total number of times a page was viewed on your site. BOUNCE RATE: A single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.
NEW USERS
124,221
SESSIONS
199,735
PAGEVIEWS
821 ,971
BOUNCE RATE
18.09%
PAGES/SESSION
4.12
01 :56
AVG. SESSION DURATION
NO. SESSIONS/USER
1 .58
Tablet 2%
Returning Users 19.24%
Mobile 33.3%
Desktop 64.6%
New Users 80.76%
WHAT DEVICES ARE PEOPLE USING?
NEW VISITORS VS. RETURNING VISITORS
11
TOP 10 VIEWED PAGES
/online-rn-bsn
95,036 Pageviews
/asbsn
46,366 Pageviews
Main Homepage
34,684 Pageviews
/online-master-business-administration
34,615 Pageviews
/summer-session
31,696 Pageviews
/asbsn-program-eligibility
21,358 Pageviews
/winter-session
18,523 Pageviews
/bachelor-science-health-science
17,650 Pageviews
/degrees-and-programs
17,218 Pageviews
/asbsn-how-apply
15,793 Pageviews
12
How did you hear about us?
FIELD SELECTIONS
3
Employer/co-worker
4
3 3
Family member/friend
0 0
Radio
3
Stanislaus State Admissions Counselor
1
Stanislaus State Events Calendar
13
Stanislaus State Website
5
Web Search
16
Other
13
BY PROGRAM
1 1
Stanislaus State Admissions Counselor
ASBSN
Other
1 6
Alumni Email
Employer/co-worker
1
CHILD DEVELOPMENT
6
Other
1
Stanislaus State Events Calendar
3 8
Stanislaus State Website
Web Search
5 2 1 1 3 1 2 2
Employer/co-worker
Family member/friend
CRIMINAL JUSTICE
Other
Stanislaus State Admissions Counselor
Stanislaus State Website
Web Search
4 3 2 1 4 1
Family member/friend
ONLINE RN-BSN
Other
Stanislaus State Admissions Counselor
Stanislaus State Website
14
SOCIAL MEDIA Marcom maintains Extended Education and International Educations social media accounts, monitors social media conversations related to the programs offered, and serves as a resource for social media contributions among all programs under EE and IE. Overall reach and followers on Facebook, Insta- gram, Twitter and Linkedin has increased, particularly on Instagram, where an integrated marketing and communications strategy was put into place to engage with students has been executed over the past 12 months.
EXTENDED ED
REACH
175,209 326% increase vs. 2021
1,632,053 153.1% increase vs. 2021
41
981 954.8% increase vs. 2021
NEW LIKES & FOLLOWS
123 623.5% increase vs. 2021
143
453
0
TOTAL POSTS
179
721
53
215
TOTAL INSTAGRAM STORIES
32
INTERNATIONAL ED
REACH
NEW LIKES & FOLLOWS
300 49.2% decrease vs. 2021
600 93.5% increase vs. 2021
8
93
TOTAL POSTS
TOTAL INSTAGRAM STORIES
8 33.3% decrease vs. 2021
103
11
15
FOLLOWERS: The number of people who are following your account NEW FOLLOWERS: The increase or decrease in the number of people who are following your account (difference between the last day and first who have seen any content associated with your page POSTS: The total number of posts that have been published on your account LIKES: The total number of times people liked your posts COMMENTS: The total number day of the timeframe) REACH: People
EXTENDED ED - TOP POST OF THE YEAR
Reach 428 Likes 38
Shares 3 Impressions 503
Caption We are so proud of our ASBSN graduates! Let’s give them a shoutout!
POSTED ON JULY 7, 2022 // 8:01 AM
INTERNATIONAL ED - TOP POST OF THE YEAR
Reach 173 Likes 27
Shares 8 Impressions 281
of times people commented on your posts
Caption Meet Mirei Onishi! She is an International Student from Japan in our American Language and Culture Program. “The reason I came to CSUStan was because I was interested in California and wanted to take both language and undergraduate classes in 2 semester. Last week, I visited Ten pin fun center with friends, and enjoyed playing games and bowling, and then went to the pool, which was the most positive experience.”
POSTED ON MARCH 24, 2022 // 8:25 AM
16
YOUTUBE
The EIE YouTube channel hosts 43 videos. These videos consist of informational videos to help pro- mote programs. The data below provides an inside of our top 10 videos watched in addition to total views, shares, and more.
TOTAL VIEWS
VIDEO SHARES
1 ,081
16
IMPRESSIONS
WATCH TIME (HOURS)
3.8K
62.8
IMPRESSIONS CTR
NEW SUBSCRIPTIONS
+6
5.1%
VIEWS: The video was played by a human on one device, and YouTube confirms it to be a legitimate view. SHARES: When someone shares the link to the video to someone else. IMPRESSIONS: The number of times a video’s thumbnail is seen on YouTube. YouTube limits impressions to thumbnail views only and doesn’t include video clicks or views. WATCH TIME: The total amount of time in aggregate that viewers spend watching your videos. Ideally, videos topping in this metric result in higher overall viewing sessions. SUBSCRIPTIONS: Once you subscribe to a channel, any new videos it publishes will show up in your Subscriptions feed. You may also start getting notifications when a channel you subscribe to publishes new content.
17
TOP 10 VIDEOS WATCHED
TITLE OMBA Promo Video Study Abroad Info Session BASS Promo Video EMBA Promo Video ORN Promo Video Winter Promo Video You are Welcome Here Academics Catalog Student Life Opening We are Warriors Opening
VIEWS 234
AVERAGE VIEW DURATION 1:12 12:56 1:01 1:35 1:15 1:33
210 144 117 108
30 28 27 26 24
0:26 0:58 1:13 0:58
18
PAID ADVERTISING
19
COMPLETE YOUR DEGREE ACCELERATE YOUR SUCCESS Bachelor of Science in LEADERSHIP STUDIES 100% Online | Transferable Credits | 17-Month Program
COMPLETE YOUR DEGREE ACCELERATE YOUR SUCCESS Bachelor of Arts in CRIMINAL JUSTICE Located in Stockton Evening and Online Classes 18-Month Accelerated Program
EIE.CSUSTAN.EDU/CJ
EIE.CSUSTAN.EDU/LS
20
PAID ADVERTISING Paid advertising consist of both digital and print ads for Extended Ed programs only.
ANAC
1
Best of 209
4
CCNE
Print 5
1
Google Ads
24
2
46
Meta
Digital
13
Nursing Voice
1
PCi Publishing
1
Rivet
4
21
ADS BY PROGRAM
1
ASBSN
2
BASS
1
CDEV
3
CJ
1
HS
4
LEAD
1
NPM
14
OMBA
18
ORN
22
ANNUAL CAMPAIGNS
23
24
SUMMER SESSION
EMAIL HEADER
POSTER
APPAREL
SOCIAL MEDIA
BANNER
25
WINTER SESSION
BANNER
POSTER
APPAREL
SOCIAL MEDIA
26
INTERNATIONAL EDUCATION WEEK
DIGITAL SLIDE
POSTCARD FRONT
SOCIAL MEDIA
POSTCARD BACK
SOCIAL MEDIA
27
POSTER
28
ENROLLMENT M
KEY FIELDS
APPS STARTED The prospect has begun the
ACCEPTED The number of applications that have been accepted into the program. ENROLLED The applicant has been accepted into the program and is now a student.
application process. APPS COMPLETED
The prospect filled out an application for the program.
29
MANAGEMENT
30
2021/2022 PROGR
APPS COMPLETED
APPS STARTED
Percentage Increase/Decrease from 21-22
P Incre f
PROGRAM
2021
2022
2021
2022
ASBSN
178
408
129% -36% 6%
130
168
BASS CDEV
70
45
66
39
18
19
14
15
Criminal Justice
N/A
N/A
N/A N/A
N/A
26
EMBA
1
N/A
1
N/A
Health Science LEAD MSW Hybrid
112
72
-36%
90
42
N/A
N/A
N/A
N/A
27
410
204
29% -64% -50% 29%
119
75
7
9
7
9
NPM
OMBA
161
114
119
78
ONLINE RN-BSN SEP
175
63
69
55
N/A
N/A
N/A
N/A
27
31
RAM ENROLLMENTS
ACCEPTED
ENROLLED
Percentage ease/Decrease from 21-22
Percentage Increase/Decrease from 21-22
Percentage Increase/Decrease from 21-22
2021
2022
2021
2022
29%
130
165
27%
41
45
10%
-41%
45
31
-31%
44
30
-32%
7%
13
11
-15%
11
8
-27%
N/A
N/A
N/A
N/A
N/A
17
N/A
N/A
1
N/A
N/A
1
N/A
N/A
-53%
37
29
-22%
37
29
-22%
N/A
N/A
N/A
N/A
N/A
24
N/A
-37%
28
71
154%
27
27
0%
29%
4
6
50%
4
6
50%
-34%
83
63
-24%
79
54
-32%
-20%
62
39
-37%
53
39
-26%
N/A
N/A
N/A
N/A
N/A
27
N/A
32
2022 NON-CREDIT ENROLLMENTS
PROGRAM
REGISTERED ENROLLED
EE General
77
75
EKG
85
82
Food Safety - HACCP Food Safety - PCQI
15
13
16
14
Intern Teaching Seminar
91
90
OU Fall
80
78
OU Spring
82
77
Summer
441
389
TPA VESi
94
88
71
66
Winter
121
99
33
34
MARCOM EFFOR
TASKS SOCIAL MEDIA POSTS DIGITAL ADS
ASBSN PROGRAM
28 50 29 25 38 32 80 58 73 55 21 55 9 38 11 26 9 48 4
5 17
1 1 1 2 1 2 0 2 2 6 0 0 0 0 0 0 0 0 0
BASS CDEV
11 11 15 11 7 19 30 19 7 8 12
Criminal Justice Health Science LEAD MSW Hybrid NPM OMBA ORN Summer Winter Open University Teacher Education Intern Teaching Sem. TPA VESi Food Safety EKG
9 0 0 12 3 0
35
RTS BY PROGRAM
PRINT ADS SWAG ITEMS INFORMATION SESSIONS FORMS
0 1 0 1 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0
1,254 0 0 100
2 15 8 1 0 11 13 7
2 0 9 1 0 11 13 7
0 0 448
0 0 0 3 2 0 0 0 0 0 0 0
0 5 0 0 0 0 0 0 0 0 0
0 5 3 2 2 0 0 0 0 0 0
36
INTERNATIONA INTL ED // ALCP /
37
AL EDUCATION // STUDY ABROAD
38
INTERNATIONAL EDUCATION
SOCIAL MEDIA POSTS
TOTAL TASKS
WEB UPDATES
103
67
5
INTERNATIONAL EDUCATION WEEK CAMPAIGN - Posters & Postcards - Web Page Creation - 6 Social Media posts
ALCP
COLLATERAL
ONE SHEETS - Intensive English
6
- Business Intensive English - High School Intercultural Leadership Summer 2023 - Online Intercultural Leadership Domestic Flyer - Study at Stan State QR Code
WEB UPDATES
11
39
STUDY ABROAD
TASKS
FORMS
105
1 SALESFORCE 47 INFO SESSIONS
EMAILS
87
STUDENTS THAT STUDIED ABROAD
BREAKDOWN BY PROGRAM
Spring 2022 Winter 2022
1 16 27 11 55
Exchange CSUIP
5 17 19 11 52
Summer 2022 Fall 2022 ANNUAL TOTAL
Faculty Led USAC ANNUAL TOTAL
COLLABORATIVE ONLINE INTERNATIONAL LEARNING (COIL)
Spring 2022 Fall 2021 ENROLLMENTS Summer 2022 ANNUAL TOTAL
9 8 9 26
40
41
WHERE OUR STUDENTS STUDIED ABROAD
42
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